AimAbbad Imad

Design Lead · Jakarta, Indonesia

I design products, and I build the teams that design them.

I started as a QA analyst, taught myself product design, and now lead design teams. That path is why I ask what the evidence says before I ask what looks good.

4 years+ leading design across fintech, edtech, property tech and e-commerce — currently Design Lead at Moladin, previously Product Design Lead at Ruangguru.

View workDownload CV (PDF)

Open to Design Lead and Design Manager roles

By the numbers

Scope first, then the numbers.

  • 4 years+leading design teamssince April 2022
  • 10+ designersled at Ruangguruacross 2 business units
  • 4 verticalsled at Moladin todaywith a 4-person team
  • 15 → 4 designersthrough a company pivotstill shipping four initiatives
Selected work

Four case studies. The first one is about leading, not screens.

Each opens with the constraint, the team and the decision — then the outcome, with a number where one exists.

Associate Design Lead, then Design LeadMoladin2023Leading design through Moladin's pivotFour initiatives — dealer financing, Tuwaga, the web transformation and the SME platform — kept shipping while the design team went from 15 people to 4, because the team stopped working in silos and started working from the business.Dealer financing: 0 → 5,000+ usersTeam scaled 15 → 10 → 4 designers through a company-wide pivot
Miro board from the elementary-school ideation session, showing the problem brief, participant areas and the day's rundown.Interaction designer — ideation facilitator and moderator for the elementary-school sessionRuangguru2022Getting Ruangguru users to find the product that fits themNobody explored the homepage, so the products that fit a student's actual use case stayed invisible. We ran a workshop-led discovery, tested three concepts, and shipped a learning-mode homepage to 100% of users after A/B validation.Shipped to 100% of users after A/B validationA/B: conversion +2.9%, engagement −3% across modes — the trade we accepted

All case studies

How I lead

I tried to control everything. It broke. Then I learned what to hold.

Going from three projects to eight or ten in parallel forced the change: delegate supervision of secondary work to senior designers, keep my own focus on the one to three projects that matter, and make it safe for seniors to flag drift early.

The hardest version of that test was Moladin, where the team went from 15 → 10 → 4 designers while still shipping four initiatives.

Read how I lead

Other work

Earlier projects, exploration, and the teaching.

A gallery of earlier product work alongside what I do outside a product team: mentoring at ADPList and tutoring UI/UX at Rakamin Academy, where I built curriculum and assignments and taught across Kampus Merdeka, Prakerja and the Rakamin bootcamp.

Teaching keeps the fundamentals honest. Explaining a decision to someone who has not seen the research is the fastest way to find out whether the decision was real.

See other work

  • MentoringADPList mentor, and UI/UX tutor at Rakamin Academy 2022 — 2024
  • Design systemsBuilt from scratch at YukStay, SpaceStock, Ula and CoHive
  • Early careerQA at Gameloft, Jurnal and CoHive — tests, bug reports, and evidence